2024淘寶內容電商再加碼:新增百億現金、千億流量投入
淘寶又有大動作。
3月28日,2024淘寶內容電商盛典宣佈,今年將新增百億現金、千億流量,真金白銀在內容電商加大投入,和主播、達人、機構、品牌、商家等生態夥伴一起,分享翻倍增長的新紅利。
去年12月淘寶內容電商事業部組建後,淘寶直播和逛逛團隊合併,直播和短視頻、圖文首度打通,為淘寶商家提升引流、轉化、留存、復購帶來了更大空間。淘天集團內容電商事業部總經理程道放表示:"2024年淘寶的內容和電商,將從加法變為乘法,釋放新一輪內容電商紅利。"

圖説:淘天集團內容電商事業部總經理程道放:"淘寶的內容和電商,將從加法變為乘法,釋放新一輪內容電商紅利。"
過去的一年,淘寶內容電商強勁增長。盛典數據顯示,2023年淘寶內容消費用户規模同比增長44%;月成交破百萬的直播間達1.2萬個;新增內容創作者863萬、新開播賬號增加77萬。
此次盛典,程道放公佈了今年更高的增長目標:用户規模同比增長100%,月成交破百萬主播同比增長100%,GMV同比增長80%,這個目標意味着淘寶對內容電商高速增長、並堅定投入的信心和決心。為了實現這一目標,除了真金白銀的重磅補貼,淘寶還將投入人力、資源來陪跑護航,持續推進內容X直播的全面融合,提升內容電商在淘內滲透率,常態化營銷組大場打爆品。
淘寶內容和電商的全面融合,將為生態合作伙伴顯著提升經營效率。逛逛擁有短視頻、圖文筆記、短劇等豐富的內容形態,和直播融合後,打通了直播前種草蓄水、直播中成交爆發、直播後持續經營的全鏈路。
從消費決策鏈路來看,淘寶端內種草擁有最優、最短的轉化路徑,這是淘寶的獨特優勢。品牌和商家在圖文、短視頻、短劇等內容形式上展開了與直播聯動的多樣嘗試。
珀萊雅旗下的彩粧品牌彩棠直播間,通過逛逛短視頻蓄水,直播召回效果顯著,短視頻人羣進直播間提升10倍,購買轉化率也達到大盤的1.5倍。
達人在淘寶的商業化變現路徑也更加豐富。淘寶一頭聚集着國內最大規模的高消費人羣,另一頭聚集着全球最大規模的品牌商家,內容生態天然具有廣闊的前景。在淘寶,千粉達人都能接到高價值商單,內容與直播融合後,試水直播的變現路徑更加順暢。
據艾瑞諮詢《2023年中國直播電商行業研究報吿》,中國直播電商持續增長,2023年成交額為4.9萬億,增速高達35%,也給從業者注入了一劑強心針。
2024年,內容電商進入下半場,行業競爭更加激烈。品牌商家、主播達人、機構MCN等多元生態夥伴,在卷投流、衝爆發外,更加看重生意的長續經營。
作為淘天集團核心電商板塊中的新質生產力,今年淘寶加大投入,新增百億現金千億流量,持續反哺內容電商,讓品牌商家主播達人等生態夥伴,共同分享內容變現的紅利。
此外,在淘寶內容直播盛典當天,阿里巴巴公益聯合淘寶內容電商團隊,也發佈了2023年度十大公益主播名單,蜜蜂驚喜社、李佳琦Austin、小田Tia、Nicole老爺、可樂daydayup、林依輪、Timor小小瘋、小小玉米Corn、陳潔kiki、烈兒寶貝悉數在列,致敬他們在過去一年,充分發揮行業影響力,積極參與公益事業,對於公益直播事業的示範帶頭作用。
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